Due to their high concern for environmental issues and their increasing consumer power and influence, the younger generation is playing an increasingly important role in practicing and promoting sustainable consumption and behavior. Through a comprehensive study of related literature, this paper summarizes the factors influencing consumers' choice of sustainable products into four main areas: environmental knowledge and concerns, personal emotions and attitudes, social and family education, and product awareness and cognition. In addition, this paper proposes six strategies for young consumers, including utilizing social platforms, strengthening psychological drives, upgrading packaging design, catering to design styles, changing promotional methods, and improving product quality, to attract and satisfy their demand for sustainable products.

Guan Xian. Research on Increasing Young People's Purchase of Sustainable Products. Frontiers in Art Research (2024) Vol. 6, Issue 4: 8-17. https://doi.org/10.25236/FAR.2024.060402.

[1] Bouman, T., Verschoor, M., Albers, C. J., Böhm, G., Fisher, S. D., Poortinga, W., ... & Steg, L. (2020). When worry about climate change leads to climate action: How values, worry and personal responsibility relate to various climate actions. Global Environmental Change, 62, 102061.

[2] Shutaleva, A., Martyushev, N., Nikonova, Z., Savchenko, I., Abramova, S., Lubimova, V., & Novgorodtseva, A. (2021). Environmental behavior of youth and sustainable development. Sustainability, 14(1), 250.

[3] Piscitelli, A., & D’Uggento, A. M. (2022). Do young people really engage in sustainable behaviors in their lifestyles? Social Indicators Research, 163(3), 1467-1485.

[4] Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Dlacic, J., & Zabkar, V. (2019). Being engaged is a good thing: Understanding sustainable consumption behavior among young adults. Journal of business research, 104, 644-654.

[5] Bentley, Matthew & Fien, John, 1951- & Neil, Cameron & Australia. Department of Family and Community Services & National Youth Affairs Research Scheme (Australia). (2004). Sustainable consumption : young Australians as agents of change / Matthew Bentley, John Fien and Cameron Neil. [Canberra] : Dept. of Family and Community Services on behalf of NYARS http://www.facs.gov.au/internet/facsinternet.nsf/vIA/youthpubs/

[6] Hume, M. (2010). Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption. Journal of world business, 45(4), 385-394.

[7] Ziesemer, F., Hüttel, A., & Balderjahn, I. (2021). Young people as drivers or inhibitors of the sustainability movement: The case of anti-consumption. Journal of Consumer Policy, 44(3), 427-453.

[8] Hojnik, J., Ruzzier, M., & Konečnik Ruzzier, M. (2019). Transition towards sustainability: Adoption of eco-products among consumers. Sustainability, 11(16), 4308.

[9] Goldsmith, E. B., & Goldsmith, E. B. (2015). What we buy and who we listen to: The science and art of consumption. Social influence and sustainable consumption, 73-90.

[10] Zimon, D., Madzik, P., & Domingues, P. (2020). Development of key processes along the supply chain by implementing the ISO 22000 standard. Sustainability, 12(15), 6176.

[11] Kamenidou, I. C., Mamalis, S. A., Pavlidis, S., & Bara, E. Z. G. (2019). Segmenting the generation Z cohort university students based on sustainable food consumption behavior: A preliminary study. Sustainability, 11(3), 837.

[12] Singh, P., Henninger, C. E., Oates, C. J., Newman, N., & Alevizou, P. J. (2022). Children and young people: opportunities and tensions for sustainability marketing. Journal of Marketing Management, 38(9-10), 831-843.

[13] Czajkowska, A., & Ingaldi, M. (2023). Analysis of the survey results on the pro-ecological awareness of young people in the aspect of sustainable development. Management Systems in Production Engineering, 31(3), 312-321.

[14] Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of cleaner production, 66, 528-536.

[15] Naderi, I., & Van Steenburg, E. (2018). Me first, then the environment: Young Millennials as green consumers. Young Consumers, 19(3), 280-295.

[16] Computer Generated Solutions. (2019). CGS Survey Reveals Sustainability Is Driving Demand and Customer Loyalty. https://www.globenewswire.com/news-release/2019/01/10/1686144/0/en/CGS-Survey-Reveals-Sustainability-Is-Driving-Demand-and-Customer-Loyalty.html

[17] Jang, Y. J., Kim, W. G., & Bonn, M. A. (2011). Generation Y consumers’ selection attributes and behavioral intentions concerning green restaurants. International journal of hospitality management, 30(4), 803-811.

[18] Hundal, B. S. (2013). Consumer Behaviour In Rural Market : A Study Of Durables (1st ed.). LAP LAMBERT Academic Publishing. Retrieved from https://www.perlego.com/book/3309659/consumer-behaviour-in-rural-market-a-study-of-durables-pdf (Original work published 2013)

[19] Kaur, P., & Singh, R. (2006). Children in family purchase decision making in India and the West: A review. Academy of marketing science review, 2006, 1.

[20] Robins, N., & Roberts, S. (1998). Consumption in a Sustainable World: Report of the Workshop held in Kabelvåg, June 2–4 1998. Oslo: Norwegian Ministry of Environment.

[21] Bedford, T., Jones, P., & Walker, H. (2004). Every little bit helps: Overcoming the challenges to researching, promoting and implementing sustainable lifestyles. Westminster: Centre for Sustainable Development, University of Westminster.

[22] Maranzano, P., Ascari, R., Chiodini, P. M., & Manzi, G. (2021). Analysis of sustainability propensity of bike-sharing customers using partially ordered sets methodology. Social Indicators Research, 157, 123-138.

[23] Dolan, P. (2002). The sustainability of “sustainable consumption”. Journal of Macromarketing, 22(2), 170-181.

[24] Caruana, R., & Chatzidakis, A. (2014). Consumer social responsibility (CnSR): Toward a multi-level, multi-agent conceptualization of the “other CSR”. Journal of Business Ethics, 121, 577-592.

[25] Mostafa, M. M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology & marketing, 24(5), 445-473.

[26] Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of cleaner production, 135, 732-739.

[27] Almers, E. (2013). Pathways to action competence for sustainability—Six themes. The Journal of Environmental Education, 44(2), 116-127.

[28] Matthies, E., & Wallis, H. (2015). Family socialization and sustainable consumption. Handbook of research on sustainable consumption, 268-282.

[29] Lee, K. (2010). The green purchase behavior of Hong Kong young consumers: The role of peer influence, local environmental involvement, and concrete environmental knowledge. Journal of international consumer marketing, 23(1), 21-44.

[30] Al-Swidi, A., & Saleh, R. M. (2021). How green our future would be? An investigation of the determinants of green purchasing behavior of young citizens in a developing Country. Environment, Development and Sustainability, 1-33.

[31] Mostafa, M. M. (2006). Antecedents of Egyptian consumers' green purchase intentions: A hierarchical multivariate regression model. Journal of international consumer marketing, 19(2), 97-126.

[32] Heaney, J. G. (2007). Generations X and Y's internet banking usage in Australia. Journal of Financial Services Marketing, 11, 196-210.

[33] Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 119(9), 7767-7779.

[34] Mau, G., Schramm-Klein, H., & Reisch, L. (2014). Consumer socialization, buying decisions, and consumer behaviour in children: Introduction to the special issue. Journal of Consumer Policy, 37, 155-160.

[35] McCrindle Research. (2007). Socially conscious or selfish and materialistic. http://www. mccrindle.com.au.

[36] Benedetto, G., Rugani, B., & Vázquez-Rowe, I. (2014). Rebound effects due to economic choices when assessing the environmental sustainability of wine. Food policy, 49, 167-173.

[37] Grønhøj, A., & Thøgersen, J. (2012). Action speaks louder than words: The effect of personal attitudes and family norms on adolescents’ pro-environmental behaviour. Journal of Economic Psychology, 33(1), 292-302.

[38] Jain, S. K., & Kaur, G. (2006). Role of socio-demographics in segmenting and profiling green consumers: an exploratory study of consumers in India. Journal of International Consumer Marketing, 18(3), 107-146.

[39] Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of cleaner production, 141, 385-393.

[40] Willman-Iivarinen, H. (2017). The future of consumer decision making. European journal of futures research, 5(1), 14.

[41] Robichaud, Z., & Yu, H. (2022). Do young consumers care about ethical consumption? Modelling Gen Z's purchase intention towards fair trade coffee. British Food Journal, 124(9), 2740-2760.

[42] Kamleitner, B., Thürridl, C., & Martin, B. A. (2019). A Cinderella story: How past identity salience boosts demand for repurposed products. Journal of Marketing, 83(6), 76-92.

[43] Adıgüzel, F., & Donato, C. (2021). Proud to be sustainable: Upcycled versus recycled luxury products. Journal of Business Research, 130, 137-146.

[44] Ritter, Á. M., Borchardt, M., Vaccaro, G. L., Pereira, G. M., & Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507-520.

[45] Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535-551.

[46] Rokka, J., & Uusitalo, L. (2008). Preference for green packaging in consumer product choices–do consumers care?. International Journal of Consumer Studies, 32(5), 516-525.

[47] Widjojo, H., & Yudianto, B. R. (2015). Factors considered by Indonesian youth in buying green product. PURUSHARTHA-A journal of Management, Ethics and Spirituality, 8(1), 13-26.

[48] Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of business Research, 65(9), 1254-1263.

[49] Gunelius, S. (2008). Generation Y weighs in on green brands. Corporate Eye, Website: Corporate-eye. com (November 10).

[50] Khare, A., & Sadachar, A. (2017). Green apparel buying behaviour: A study on I ndian youth. International Journal of Consumer Studies, 41(5), 558-569.

[51] Moon, K. K. L., Lai, C. S. Y., Lam, E. Y. N., & Chang, J. M. (2015). Popularization of sustainable fashion: barriers and solutions. The Journal of the Textile Institute, 106(9), 939-952.

[52] Niinimäki, K., & Koskinen, I. (2011). I love this dress, it makes me feel beautiful! Empathic knowledge in sustainable design. The Design Journal, 14(2), 165-186.

[53] Woodside, A. G. (2010). Brand‐consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue. Psychology & Marketing, 27(6), 531-540.

[54] Witek, L., & Kuźniar, W. (2020). Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging market. Sustainability, 13(1), 209.

[55] Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: science and policy for sustainable development, 48(5), 22-36.

[56] Alston, K., & Roberts, J. P. (1999). Partners in new product development: SC Johnson and the alliance for environmental innovation. Corporate Environmental Strategy, 6(2), 110-128.

[57] Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan management review, 46(1), 79-84.

[58] Peattie, K. (2010). Green consumption: behavior and norms. Annual review of environment and resources, 35, 195-228.

[59] Hunter, L. M., Hatch, A., & Johnson, A. (2004). Cross‐national gender variation in environmental behaviors. Social science quarterly, 85(3), 677-694.